HERMISTON — Two decades ago, Ricardo Ibarra started small, opening a modest clothing store. It was one of the few businesses in town that sought out the Hispanic population.

That has changed, and so has Hermiston.

Ibarra’s shop now offers items ranging from clothing and jewelry to cassettes, candy and videos, and there’s even a small car dealership at the south end of his store.

More Hispanic-owned ventures now serve Hermiston’s growing Hispanic population. The Hispanics still see room for more growth, and dozens are in the process of forming a Latino Business Association.

Near Ibarra’s business are more Hispanic-owned shops and restaurants, many brightly colored with signs and advertisements. Towering over them is Mercado Los Gavilanes, a large grocery store lined with Mexican flags behind a larger American flag at the front door.

Latino and U.S. brands crowd the shelves. On one aisle hangs a display of small, ornate sculptures, near a girl’s dress of vivid Mexican red, white and green.

Juan Maltonado has owned the Mercado since 2007, and said he sees his and other Hispanic businesses playing a bigger part in Hermiston.

“It’s a very important role right now,” Maltonado told the East Oregonian newspaper in Pendleton.

“It’s an important role because of the growth in the Hispanic community,” Maltonado said. “They’re trying to meet their demands.”

The demand can be inconsistent as many customers stay only as long as seasonal jobs last then look elsewhere or go back to Mexico.

But Maltonado said he believes more Hispanics are making a permanent home in Hermiston, supported by more steady jobs in other sectors.

Winter months can still be lean, and the recession hasn’t helped.

Leading the way to giving the Hispanic business community a voice is David Cortinas, owner and publisher of La Voz (the Voice), a Spanish-language newspaper in the Tri-Cities area of Washington. The weekly publication also distributes in Hermiston.

Cortinas founded two Hispanic business organizations in the Tri-Cities and is helping start the Latino Business Association in Hermiston.

At two recent meetings dozens of leaders turned out to get involved and learn more.

“You have a growing Hispanic population, which is no different than the rest of the country,” he said. “As they continue to grow, they need some leadership. And they need to communicate with one another.”

Cortinas said an organization could qualify them for grants and loans they wouldn’t otherwise find.

“There’s a language barrier; there’s an education barrier,” Cortinas said. “There’s a door there, but it can’t really be opened by the Hispanic business community because of those barriers.”

“We’re not out to get any sort of competition to any local chamber,” he said.

Debbie Pedro, executive director of the Hermiston Chamber of Commerce, said several Hispanic-owned businesses are members of the current chamber.

She said the chamber would be happy to go along with the idea.

Fiesta Foods, a Washington-based grocery chain, plans to open in Hermiston this summer.

The store will include a fresh tortilleria among other features. Owner Craig Gaylord says it appeals to Hispanics and non-Hispanics.

In Yakima, he said, the customers are about 60 percent Hispanic.

La Voz plans to open an office in Hermiston this year.

“I really believe that Hispanic businesses are accepted by their communities,” Cortinas said, adding they’ll be “not in competition. That’s not the message that we want to send.”